Product: The Plug’s line of hangover curing products that are clinically proven to support liver health.

Challenge: To write ad copy that promotes the brand and drives new customers to their website.

Insight: There are a lot of “hangover cures” but none of them support your liver.

Strategy: Most people would be skeptical of a “hangover cure,” so I aimed to tap into their curiosity while building trust with potential customers. To do this, I used a “Learn more” CTA to guide them down the sales funnel.

Proposition: Live tonight. Enjoy tomorrow. Hangover-free.